How to Reach the Inbox More Often and Fight Spoofing

Building an email list is one thing. Actually landing in the inbox? That’s a whole other ball game.

One of the struggles we see constantly is email marketers investing in awesome campaigns… only to end up in spam or the Promotions tab in Gmail.

Why? Because most email marketers don’t authenticate their domains.

What is domain authentication?

It’s a way to provide verifiable information about the origin of the message.

In other words, it proves the domain owner sent the email, and not someone else.

Why is it useful?

Two reasons:

It bumps up your deliverability

Most inbox providers prefer authenticated emails, so your chances of avoiding the spam folder increase significantly.

It can also help you reach the Primary tab in Gmail — but doesn’t guarantee it.

It protects you against malicious emailers

When authenticating your domain, you can tell the receiving server to reject unauthenticated emails.

This way, nobody can spoof your domain.

How do you authenticate a domain?

There are four things you need to be fully authenticated: DKIM, SPF, DMARC and BIMI.

  • First, you should set up DKIM. It’s probably the easiest.
  • SPF is next because you also need it for DMARC right after.
  • Third on the list is DMARC with a “reject” or “quarantine” policy, because that’s needed for BIMI.
  • Finally, set up BIMI to finish authenticating your domain. Top it off with a nice profile picture in some inboxes so you can stand out in the crowd of emails.

… And just like that, your chances of landing in the inbox increase dramatically.


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